A new shampoo advertisement on television identifies all of the wonderful benefits the consumer will enjoy when using one company's shampoo as opposed to another company's shampoo. What is this company seeking to convey in this television commercial?

The answer is: a unique selling proposition that this shampoo will solve all your hair related issues and it will satisfy all your needs better than any other shampoo.

Explanation:

I believe every company should establish their unique selling proposition. As consumers most of the time we buy the "best" product we can afford. But what exactly makes a product the best or even better than its competition? How can we determine if subway is better or worse than bk? We can't, it is a matter of taste or how well the product satisfied our own personal needs. But we can only discover that after we used the product.

Most of the times, unless you're buying a very specific and technical product (like a computer or a race car) you can't know for sure if that product is better than the others.

So how can we know if this shampoo is good for us? We don't know until we buy and use it. Then we will be able to compare it with our previous experiences with other shampoos and determine which is the best for us. The company's unique selling proposition will try to make us buy their product and give it a chance to prove that they are better.

At the end this is all marketing can do, convince us to try a new or different product. Then if product can fulfill our expectations is something completely different. If we buy an expensive MB sedan and we're so unlucky it breaks down after the first week, no matter what type of marketing or reputation the brand has, we will consider the car to be garbage.